Sperry Top-Sider, a division of Collective Brands Performance + Lifestyle Group, announced that Bill Bettencourt has joined the Sperry team as senior vice president of sales, marketing and business development. Since 2004, Bettencourt was with Vans, Inc., where he most recently served as vice president, product and marketing.

He joined Vans as vice president, footwear and equipment.

In his role, Bettencourt will serve as the senior leader for Sperry’s global marketing and sales effort and is responsible for the development and execution of authentic marketing programs and new business initiatives that will support and amplify Sperry Top-Sider’s global brand position as the nautical lifestyle brand dedicated those with a Passion for the Sea. A key part of the role includes managing and expanding the brand’s wholesale partner network and identifying new strategic opportunities to expand the brand in the global marketplace.

“It’s an exciting time for the Sperry brand, with the recent launch of new Sperry retail stores and the brand’s evolution beyond boat shoes and into the global nautical lifestyle brand,” said Craig Reingold, President of Sperry. “Bill brings with him 20-plus years of experience in the footwear and apparel industry, but perhaps more importantly, he has a keen understanding of the consumer and seasoned, creative thinking that will enable us to continue to broadcast our clear and relevant brand messaging to a growing global audience and expand our sales channel partnerships with innovative new alliances. We are thrilled to have Bill join the Sperry team, and we look forward to seeing his leadership and inventive approach continue the strong momentum and growth of the Sperry brand.”

From 1998 to
2004, Bettencourt served as president of Arena North America, where he
reintroduced the Arena brand back into the U.S. and Canadian markets and
championed the brand’s strategic direction. Just prior, he spent eight
years with Reebok International in roles of increasing responsibility,
including Vice President of Global Marketing, where he administered the
global marketing strategy to drive a single brand message and brand
position worldwide. Bettencourt began his career in 1987 in Taipei,
Taiwan, with Taishoe, where he served as part of the original team that
launched Reebok in the Taiwan market.

Bettencourt holds a Bachelor of Science degree in Physiology from the University of California at Davis.